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How buyers' expected benefits, perceived risks, and e-business readiness influence their e-marketplace usage |
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| Authors: | S Subba Rao [Author Vitae] Dothang Truong [Author Vitae] Sylvain Senecal [Author Vitae] Thuong T Le [Author Vitae] |
| Institution: | a Department of Information Operations and Technology Management, College of Business Administration, The University of Toledo, 2801 West Bancroft St., Toledo, OH 43606, United States b Department of Management, Fayetteville State University, 1200 Murchison Rd., Fayetteville, NC 28301, United States c Department of Marketing, HEC Montreal, 3000, Chemin de la Cote-Sainte-Catherine, Montréal (Québec), Canada H3T 2A7 d Department of Marketing and International Business, College of Business Administration, The University of Toledo, 2801 West Bancroft St., Toledo, OH 43606, United States |
| Abstract: | The main objective of this study was to investigate how buyers' usage of electronic marketplaces was influenced by their perceived risks and expected benefits associated with such markets. A large scale survey involving 359 professional buyers was performed. Results indicated that buyers' perceived risks and expected benefits had an influence on their usage extent of electronic marketplaces. In addition, buyers' e-business readiness moderated the relationship between expected benefits and usage of electronic marketplaces. Managerial and theoretical implications of these results are discussed. |
| Keywords: | Electronic markets Benefit Risk e-Readiness Usage Buyer behavior |
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